Conflicting criteria are typical in evaluating options: cost or price is
usually one of the main criteria, and some measure of quality is typically
another criterion, easily in conflict with the cost. In purchasing a car, cost,
comfort, safety, and fuel economy may be some of the main criteria we consider
– it is unusual that the cheapest car is the most comfortable and the safest
one. In portfolio management, we are interested in getting high returns but at
the same time reducing our risks, but the stocks that have the potential of
bringing high returns typically also carry high risks of losing money. In a
service industry, customer satisfaction and the cost of providing service are
fundamental conflicting criteria.